| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 101 === As technology advances, the world has evolved at an unprecedented speed. The development of Internet has led the tourism industry into an changing approaches to business. With the help of Internet technology, the progressive reservation system can save more time and manpower. Then travel agencies should be able to provide more value-added services to consumers with the extra manpower. However, after a computer has taken thousands of orders, it still needs a person to handle the following services. The transport of passengers and cargos is closely associated with “people.” The latter can neither talk nor move and its transport totally relies on the coordination of manpower. On the contrast, passengers have free will. The same service may receive different feedbacks. Moreover, the possible unexpected situations remain the tests to the problem-solving ability of travel agencies.
No matter how demanding the company is on its service procedure and staff training and how advanced the technology is, it is still hardly to make no service failure. Therefore, what people concern is how serious they are and how frequent they occur. Service failures may result in the waste of manpower, material resources, time and even great losses of money.
This research collected the customer complaint cases about international airline tickets from e company, which is regarded as the largest Internet travel agency in Taiwan. Content analysis was adopted to summarize the main and common causes of the complaints. Critical incident technique (CIT) was used to explore the different type of service mistakes and remedies and the different level of remedies. The aim is to find out a better strategy to make up mistakes during the sale of airline tickets. It can help the e-company clearly understand its own service processes and assist it in improving its service procedures and in preventing the failures from repeated occurrence. Part of the analyses and experiences of the special cases were offered as references for the operators of travel agencies. Hopefully, they can effectively avoid or reduce the additional losses caused by mistakes. As the saying goes, “Prevention is better than cure.” Effective prevention of service failures and customer complaints is always better than any perfect remedy afterwards.
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